Schools Should Weigh Benefits, Drawbacks of Digital Ticketing

Before the pandemic, it was common practice for schools to take cash for entry at high school sporting events throughout the nation. Setup required personnel taking trips to the bank to get paper money, using special pens to identify counterfeit bills, and hiring security to specifically guard money exchange points and assist with the eventual deposit of cash at the end of the night.

With all the hand-to-hand exchanges, the risk of foreign contaminants from bacteria was a risk that many undertook without a second thought. Today, not surprisingly, the pandemic has opened a pathway for new technology companies to share their digital solutions.

Now, more schools than ever utilize digital ticketing, but the benefits are far more than simply lessening the risk of infectious disease. Digital ticketing generates immediate reports of ticket sales, creates safer entry areas with speedy entry processes and minimized lines, and takes away the hazard of theft as gate workers no longer have to worry about being a potential victim of monetary robbery.

This doesn’t mean that technology is the solution to all ticketing problems; however, schools should take time to analyze the benefits and drawbacks of digital ticketing implementation to determine if it is right for their communities.

Ease of Accounting
Setup of cash gates has always been a labor-intensive exercise. Not only does it entail making sure personnel have access to cash, money boxes and calculators, but individual tickets need to be accounted for so that the number of tickets sold equals the cash sale amount at the end of an event. This was in addition to the challenges gate workers reported with having to work with a wide variety of community members who may feel entitled to challenge the entry system at any given event.

When talking to entry gate personnel who use digital ticketing, they report benefits of not having to shut down box offices at the end of the night to physically count funds as a major improvement. For some schools hosting big events, this process could take over an hour after the event ends, and personnel left with a large amount of cash worry about the potential of being targeted for robbery regardless of security plans.

Digital ticketing also creates an opportunity to create safe venues as it accounts for a designated number of ticket sales. School leaders can partition sales in a variety of formats to create a better event experience and gather accurate spectator attendance. This information can help school leaders address staffing needs to assist in crowd management and give local law enforcement a better understanding of how many community members may be at any given event.

For instance, a set number of tickets could be allocated for the visiting team that can access sales from a unique weblink; once ticket sales exceed the number, sales can be stopped. In addition, if there is a set number of seats in a specific venue, sales can be stopped at the number rather than overfilling an event that could lead to safety challenges in the event of an emergency.

The Challenges of Accessing without a Credit Card
One of the main concerns that arises with digital ticketing is how to make a purchase without a credit card. Credit concerns can be very real for some individuals, and there are ways schools can better address these worries.

One way is the placement and use of reverse ATM machines. These types of machines allow individuals to insert cash and receive a credit card they can use to purchase tickets. There may be fees associated with this type of transaction; however, it does give spectators the opportunity to attend events while still following a no-cash entry process.

There still will be some community members who may need additional support with technology as some digital ticketing companies request an email address before allowing purchase. In these types of situations, schools may want to provide informational meetings or materials that show the steps necessary to create secondary email accounts through any variety of web-based email providers.

Service Fees, Incentives and Data Collection
As more communities embrace digital ticketing, there may be an opportunity to incentivize continued growth. Most digital ticketing companies charge service fees added to individual ticket sales. Schools can set the prices of their tickets to either include or exclude these fees. Including fees may allow for easier understanding of actual ticket prices while excluding fees may incur a school cost. What is important is that schools need to be transparent with how they market tickets so that the spectator understands who and what they are supporting and where their money is going.

For schools that want to move away from cash sales altogether, a cash fee can be used. In addition, schools can designate windows of time embedded in the school day when cash can be accepted. Such a program may give purchasers an understanding that cash sales are more labor intensive and incur more risk for onsite personnel.

Digital ticketing may also offer a way for schools to gather data at events which can be invaluable when assessing programs. For example, a digital ticket could be created with a link to a comment section or an evaluative question so that schools get a better insight into the effectiveness of programs.

Create an Option to Use Cash During the School Day
Schools may never eliminate every cash sale, and no school wants to turn away funding for their students. In these instances, setting up procedures for cash sales may still be necessary. Whether it’s purchasing a season ticket or a specific event, allowing spectators to purchase a ticket well in advance of an event may support the growth of digital ticketing and still give purchasers the option of attending events. For example, schools may set a deadline to purchase cash tickets no later than 48 hours before an event with such purchases occurring in the business office during a school day.

Final Thoughts
Not every school will want to sell digital tickets; however, it is worth taking time to explore how digital ticketing affects school programs and the community. As there are numerous digital ticketing platforms, it is important to understand the cost of platform fees and who will take the responsibility of paying them. In addition, community members may want a better understanding of why and how a company uses email and credit card information and want to know what safeguards are put in place to protect them.

For example, some spectators may have legitimate concerns regarding privacy rights and being contacted by third party companies or they may share concerns about larger corporate data breaches that may expose personal information. A short meeting with digital platform personnel may empower school leaders to address these concerns to better help the community understand the risks involved as well as the benefits of using digital tickets.

As communities continue to evolve, so do the various ways in which communities access our events. When schools focus on providing the best experience for students, spectators and staff, and explore how digital ticketing may enhance their experience, community members are more likely to continue their support so that students can excel.